تاثیر نگرش مشتریان بر تمایلات آنها از وب¬رومینگ با نقش میانجی¬گری ریسک آنلاین در کالاهای لوکس
الموضوعات :
mousa rahimi
1
,
2
,
معین خواجه
3
1 - Department of MBA, Shiraz branch, Islamic Azad University, Shiraz, Iran
2 - دانشگاه آزاد اسلامی واحد شیراز
3 - مدیریت بازرگانی دانشگاه آزاد اسلامی واحد شیراز
الکلمات المفتاحية: نگرش مشتریان, تمایلات مشتری از وب¬رومینگ, ریسک آنلاین, کالاهای لوکس,
ملخص المقالة :
هدف از این تحقیق بررسی تاثیر نگرش مشتریان بر تمایلات آنها از وب¬رومینگ با نقش میانجیگری ریسک آنلاین در کالاهای لوکس می‌باشد. این تحقیق از نوع کاربردی و به روش توصیفی پیمایشی انجام گردید. جامعه آماری تحقیق حاضر کلیه مشتریان فروشگاه‌های اینترنتی به تعداد نامحدود می‌باشد. حجم نمونه بر اساس فرمول کوکران برای جامعه نامحدود 384 نفر تعیین شد و روش نمونه¬گیری تصادفی در دسترس بود. ابزار گردآوری اطلاعات در این تحقیق، پرسشنامه برگرفته از شانکار و همکاران (2021) و چوی و یانگ (2016) بود. در این پژوهش، روایی محتوا و روایی سازه، سنجش و بررسی شد و پایایی پرسشنامه از طریق محاسبه ضرایب بارهای عاملی، آلفای کرونباخ و پایایی ترکیبی به دست آمد. به منظور آزمون فرضیه‌ها از مدل معادلات ساختاری و نرم‌افزار SmartPLS نسخه 2 و SPSS نسخه 19 استفاده شد. نتایج تجزیه و تحلیل داده‌ها نشان داد که نگرش مشتریان بر تمایلات مشتریان از وب¬رومینگ با نقش میانجیگری ریسک آنلاین در کالاهای لوکس اثر دارد. نگرش مشتریان بر تمایلات آنها از وب¬رومینگ در کالاهای لوکس اثر مثبت و معنادار دارد. ریسک آنلاین بر تمایلات مشتریان از وب-رومینگ در کالاهای لوکس اثر معکوس و معنادار دارد. نگرش مشتریان بر ریسک آنلاین اثر معکوس و معنادار دارد.
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